Alibaba Group Partners with UEFA Men's Club Competitions and UEFA EURO 2028
Alibaba Group announced a multi-year partnership with UEFA and UC3, becoming the official and exclusive AI, cloud computing services and e-commerce partner of the UEFA Champions League, Europa League and Conference League from 2027/28 to 2032/33, and of UEFA EURO 2028. The partnership will deploy Alibaba Cloud and the Qwen LLM for fan engagement, media and content management, and offer official merchandise via its global e-commerce network.
Impact and considerations
Major sports partnerships drive fan travel, accommodation and spending; Alibaba's e-commerce and cloud capabilities could shape event-related travel booking and merchandise distribution, making this relevant to travel and retail businesses.
Key points
- Alibaba becomes the official and exclusive AI, cloud computing services and e-commerce partner of the Champions League, Europa League and Conference League from 2027/28 to 2032/33, and of UEFA EURO 2028.
- The partnership will deploy Alibaba Cloud and the Qwen LLM to support fan engagement and media and content management.
- Alibaba will offer official merchandise for UEFA men's club competitions and UEFA EURO 2028 through its global e-commerce network.
- The partnership was facilitated by Relevent, with the UEFA EURO 2028 partnership managed by CAA11.
Sources and time
- Primary source
- Alibaba Group
- Other sources
- 0
- First source publication
- 29 May 2026, 08:00
- Page published
- 23 Sept 2026, 08:13
- Last updated
- 29 May 2026, 08:00
- Original links
- Alibaba Group News：Alibaba Group Partners with UEFA Men’s Club Competitions from 2027/28 to 2032/33 and UEFA EURO 2028™-Alibaba Group (opens in a new tab)Primary source · en · Published 29 May 2026, 08:00